The Social Media Survival Guide: Common Mistakes Made by Real Estate Agents

Social media marketing has been rapidly expanding, particularly within the real estate industry. More and more agents and brokers have jumped on the bandwagon, creating Facebook, Twitter, and other social media accounts. Some have even ventured into social media advertising. Successful real estate professionals in this realm share a common trait – they have developed solid social media marketing strategies. They set goals, track analytics, engage in social conversations, and utilize these platforms to generate leads. While these experts know how to leverage social media effectively, there are certain pitfalls they should learn to avoid.

Let's explore some common mistakes made by real estate agents and brokers in their social media marketing efforts and discuss tips for sidestepping these errors.

The Top Social Media Mistakes by Real Estate Professionals

1. Focusing on a Single Platform

It's understandable to gravitate towards a specific platform that aligns well with real estate, such as Instagram with its image and video-centric nature. Perhaps you prefer the familiarity of Facebook. However, by sticking solely to one platform, you're missing out on reaching other segments of buyers and sellers. Each social network caters to different demographics:

Instagram: Ideal for visuals and videos, most popular among Millennials and Gen Z.

Facebook: Offers a combination of images, videos, and text, most popular among Boomers and Gen X.

Twitter: Text-based platform, popular in niche areas like tech.

Pinterest: Image-oriented platform, great for linking to blog posts, with a user base predominantly skewed towards females.

YouTube: Video-focused platform, appealing to Millennials, Gen X, and Boomers who prefer longer-form videos.

TikTok: Video-centric platform, favored by Gen Z and Millennials who prefer short, entertaining videos.

2. Purchasing Followers or Likes

When starting out on social media, it might seem tempting to buy followers or likes to give your presence a boost. However, this strategy often backfires. Platforms are becoming more adept at detecting bot accounts and penalize those who buy followers by reducing the visibility of their posts. It's better to grow your following organically by providing valuable content and engaging with genuine users.

3. Overly Descriptive Social Media Bios

As a real estate agent, you must avoid going overboard with your real estate agent social media bios. Include pertinent details about your business, such as your company name, accreditations, certifications, sales history, reviews, contact information, and links to your website. However, refrain from exaggerating or inflating information. For example, be cautious when rounding up figures related to the number of homes you've sold. Provide specific and accurate details to avoid arousing suspicion among potential clients. Falsified or adjusted information can make prospective clients wary of working with you.

4. Inconsistent or Inappropriate Posting Frequency

Determining the optimal days and times to post on social media platforms requires some trial and error. It’s important that you experiment with different content schedules during the initial months of implementing your strategy to identify the most effective approach for each channel. Additionally, ensure regular and consistent posting across all social media sites. Don't overload any one platform with content, but avoid posting so infrequently that your presence goes unnoticed by your audience.

5. Neglecting to Share Original Content

Discovering and sharing content from fellow real estate professionals, bloggers, experts, and reputable sources on your social media can be a game-changer. It saves valuable time since you don't have to create all the content yourself.

However, it's crucial to balance this by creating and posting your own original content as the primary focus of your social media strategy. Your content should also have a niche focus, targeting those specifically interested in buying or selling properties in your market. This approach will yield better results in generating qualified leads.

6. Disregarding Comments and Messages

Social media is all about engagement and building relationships. When a genuine user reaches out to you, it's essential to acknowledge them. Responding to comments on your posts demonstrates ongoing engagement and signals to the platform that the post is receiving interaction, which can improve its visibility. While it's natural to receive messages from bots or spammers, you should still keep an eye out to ensure that real messages don't get lost in the noise.

7. Solely Focusing on Sales

While the ultimate goal of social media marketing may be to increase sales through listings, it is a mistake to solely concentrate on this aspect. People primarily use social media for entertainment and relaxation. Overly aggressive sales pitches can lead to unfollows and disengagement. Strike a balance by providing valuable and engaging content that resonates with your audience. By building relationships and establishing trust, you'll be more likely to convert followers into loyal clients.

Final Thoughts

Avoiding these common mistakes will help real estate professionals navigate the ever-evolving world of social media marketing. By understanding the nuances of each platform, nurturing genuine connections, and providing valuable content, agents and brokers can maximize the potential of social media to expand their reach, generate leads, and achieve long-term success.